A different route into marketing
Most marketers came up through marketing. I came through eight years of legal services delivery, which turns out to explain most of how I work.
Legal services taught me that the work is only worth what you can evidence. Contracts, obligations, deliverables: everything is written down, everything is checkable, and nobody accepts an assertion without the document behind it.
Marketing largely does not work like that. It runs on claims. Moving from one to the other was uncomfortable enough that it became the thing I research: how marketing decisions can be evidenced rather than asserted, and where personalisation stops being useful and starts being something customers would object to if they could see it.
In practice that means I am the marketer who fixes tracking before spending, writes down what did not work, and can tell you which claims on this page I can prove and which I cannot.
Thirteen years, two disciplines
London. Jul 2025 to Mar 2026.
Contract, hybrid. Jul to Oct 2025.
City of London. Mar 2022 to Jun 2025, three years four months.
Noida, India. Sep to Nov 2021.
Bengaluru, India. Sep 2013 to Aug 2021, eight years.
Bengaluru, India. Dec 2011 to Aug 2013.
Things you can open
Working artefacts rather than descriptions of artefacts. Each one is live and you can inspect it.
AI Search Readiness Scorecard
A free tool that scores how likely your site is to be cited by AI assistants, and tells you what to fix first. Runs entirely in your browser, sends nothing anywhere.
Open the tool WritingField notes on 2026
Six shifts that changed how I work, and the positions I will defend. Written from delivery rather than from a webinar.
Read the notes Case studiesThe work itself
UK market entry for an AI product, a heritage charity project, and this website. What the situation was, what I did, what I would do differently.
See the work